This data brief highlights trends in e-cigarette unit sales in selected states. Data is presented from
February 2019 to
September 2025.
Notice of Brief Formatting and Revision to Previous Data Estimates
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The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
Federal Flavor Regulatory Initiatives
In February 2020, the U.S. Food and Drug Administration (FDA) began prioritizing enforcement of existing regulations against prefilled e-cigarette cartridges in flavors other than tobacco and menthol. This prioritization did not apply to e-liquid bottles or single-use disposable e-cigarettes.
FDA began issuing marketing denial orders for flavored e-cigarette products as of August 26, 2021.
As of January 2026, FDA has authorized 39 e-cigarette products to be marketed in the U.S.1 These are the only products that may lawfully be sold in the U.S.
Beginning April 14, 2022, FDA had the authority to regulate products containing nicotine from any source, including synthetic nicotine.
Other Relevant Issues
During the period covered by this data brief, additional flavored tobacco products continued to be marketed (e.g., flavored cigars) or entered the market (e.g., nicotine pouches).
Units of e-cigarettes are not adjusted to account for variations in unit size. Large-format disposable e-cigarettes that allow for thousands of “puffs” are now available. Declines in unit sales may not signify declines in prevalence of use or consumption. Please see www.tobaccomonitoring.org for more information about the total amount of e-cigarette nicotine sold in each of the states for which unit sales are presented in this data brief.
Following California’s prohibition of flavored tobacco product sales in December 2022, sales of products branded as clear, clear ice and unflavored, likely containing non-menthol synthetic cooling agents, increased (e.g., Flum Pebble Clear, EB Design BC5000 Clear). These products are categorized as Clear/Other Cooling in this data brief.
The e-cigarette or vaping product use-associated lung injury (EVALI) outbreak in late 2019 and COVID-19 pandemic may have affected e-cigarette sales.
State and Local Legislative Initiatives
As of September 2025, California and Massachusetts restrict the sale of flavored tobacco products; New Jersey restricts the sale of all flavored e-cigarettes; New York restricts the sale of flavored e-cigarettes unless they have marketing authorization from the FDA; and Rhode Island and Utah restrict the sale of flavored e-cigarettes, except menthol. In addition, nearly 400 local jurisdictions restrict the sale of flavored tobacco products, including e-cigarettes.
U.S. Food and Drug Administration. Searchable Tobacco Products Database. https://www.accessdata.fda.gov/scripts/searchtobacco/ (accessed January 15, 2026).
California Policy Summary
Beginning December 21, 2022, the sale of most flavored tobacco products is prohibited statewide.
California E-Cigarette Unit Sales by Flavor
Total Unit Sales in Thousands *
*
Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods;
e-cigarette accessories and devices sold without e-liquids were excluded (1.5% of total dollar sales in 2024).
Unit sales were standardized to reflect the most common package size for each product type. A standardized unit
was equal to five prefilled cartridges, one disposable device or one e-liquid bottle.
†
“All other flavors” category includes fruit, clove/spice, chocolate, alcoholic drink (e.g., wine, cognac or
other cocktails), candy/desserts/other sweets, some other flavor; “clear/other cooling” category
includes products with flavor names such as clear, clear ice or unflavored, which likely contain
non-menthol synthetic cooling agents (e.g., Flum Pebble Clear, EB Design BC5000 Clear) and which observe
an increase in sales following California’s flavored tobacco product sales restrictions beginning
December 2022.
Trends of Unit Sales by Flavor Following California’s Flavored E-Cigarette Restriction
From 12/4/2022 to 9/7/2025, unless otherwise specified
Following California’s implementation of flavored tobacco restrictions, monthly e-cigarette total unit sales decreased from 834.0 thousand to 321.1 thousand (-61.5%).
Δ Unit Sales
-61.5%
Tobacco-flavored e-cigarette sales increased from 204.5 thousand to 244.1 thousand (+19.4%); unit share increased from 24.5% to 76.0%.
Δ Unit Sales
+19.4%
Non-tobacco-flavored e-cigarette sales decreased from 628.1 thousand to 76.1 thousand (-87.9%); unit share decreased from 75.3% to 23.7%.
Δ Unit Sales
-87.9%
Menthol-flavored e-cigarette sales decreased from 211.0 thousand to 16.5 thousand (-92.2%); unit share decreased from 25.3% to 5.1%.
Δ Unit Sales
-92.2%
Mint-flavored e-cigarette sales decreased from 67.7 thousand to 2.0 thousand (-97.0%); unit share decreased from 8.1% to 0.6%.
Δ Unit Sales
-97.0%
All other-flavored e-cigarette sales decreased from 342.0 thousand to 18.5 thousand (-94.6%); unit share decreased from 41.0% to 5.8%.
Δ Unit Sales
-94.6%
Clear/other cooling flavored e-cigarette sales increased from 7.4 thousand to 39.0 thousand (+423.8%); unit share increased from 0.9% to 12.1%.
Δ Unit Sales
+423.8%
California’s decline in e-cigarette sales between 12/4/2022 and 9/7/2025 represents 8.1% (i.e., 512.9 thousand units out of 6.3 million units) of the decline in national e-cigarette sales that occurred during this period.
8.1%
As of 9/7/2025, disposable e-cigarettes represent 90.9% of sales of prohibited flavored e-cigarettes in California.
90.9%
Retail sales data are based on custom research by the CDC Foundation using Circana retail POS (Multi-Outlet and Convenience). Financial support was provided by Bloomberg Philanthropies through a grant to the CDC Foundation. According to Circana, new product coding is managed to consistently meet or exceed releasing products that cover a minimum of 95.5% of total dollar sales at any given time. To account for the remaining share, Circana applies projection algorithms that ensure the released data is representative of both total U.S. and state-level sales.
California E-Cigarette Dollar Sales by Flavor
Total Dollar Sales in Millions *
*
Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods;
e-cigarette accessories and devices sold without e-liquids were excluded (1.5% of total dollar sales in 2024).
†
“All other flavors” category includes fruit, clove/spice, chocolate, alcoholic drink (e.g., wine, cognac or
other cocktails), candy/desserts/other sweets, some other flavor; “clear/other cooling” category
includes products with flavor names such as clear, clear ice or unflavored, which likely contain
non-menthol synthetic cooling agents (e.g., Flum Pebble Clear, EB Design BC5000 Clear) and which observe
an increase in sales following California’s flavored tobacco product sales restrictions beginning
December 2022.
Trends of Dollar Sales by Flavor Following California’s Flavored E-Cigarette Restriction
From 12/4/2022 to 9/7/2025, unless otherwise specified
Following California’s implementation of flavored tobacco restrictions, monthly e-cigarette total dollar sales decreased from $22.4 million to $9.9 million (-55.7%).
Δ Dollar Sales
-55.7%
Tobacco-flavored e-cigarette sales increased from $6.8 million to $8.2 million (+21.0%); dollar share increased from 30.2% to 82.6%.
Δ Dollar Sales
+21.0%
Non-tobacco-flavored e-cigarette sales decreased from $15.6 million to $1.7 million (-89.2%); dollar share decreased from 69.6% to 16.9%.
Δ Dollar Sales
-89.2%
Menthol-flavored e-cigarette sales decreased from $7.2 million to $426.1 thousand (-94.1%); dollar share decreased from 32.0% to 4.3%.
Δ Dollar Sales
-94.1%
Mint-flavored e-cigarette sales decreased from $1.3 million to $5.5 thousand (-99.6%); dollar share decreased from 6.0% to 0.0%.
Δ Dollar Sales
-99.6%
All other-flavored e-cigarette sales decreased from $6.9 million to $457.5 thousand (-93.4%); dollar share decreased from 30.9% to 4.6%.
Δ Dollar Sales
-93.4%
Clear/other cooling flavored e-cigarette sales increased from $161.6 thousand to $790.0 thousand (+388.8%); dollar share increased from 0.7% to 7.9%.
Δ Dollar Sales
+388.8%
Retail sales data are based on custom research by the CDC Foundation using Circana retail POS (Multi-Outlet and Convenience). Financial support was provided by Bloomberg Philanthropies through a grant to the CDC Foundation. According to Circana, new product coding is managed to consistently meet or exceed releasing products that cover a minimum of 95.5% of total dollar sales at any given time. To account for the remaining share, Circana applies projection algorithms that ensure the released data is representative of both total U.S. and state-level sales.
California Trends: Total Nicotine Sold (in Milligrams) by Flavor of E-Cigarette
Total Nicotine Sold (Millions of Milligrams) *
*
Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods;
e-cigarette accessories and devices sold without e-liquids were excluded (1.5% of total dollar sales in 2024).
Total nicotine sold (mg) was calculated for each product by multiplying the e-liquid volume (mL) by the
nicotine concentration (mg/mL) and the unit sales, then summing the results across all e-cigarette products sold.
†
“All other flavors” category includes fruit, clove/spice, chocolate, alcoholic drink (e.g., wine, cognac or
other cocktails), candy/desserts/other sweets, some other flavor; “clear/other cooling” category
includes products with flavor names such as clear, clear ice or unflavored, which likely contain
non-menthol synthetic cooling agents (e.g., Flum Pebble Clear, EB Design BC5000 Clear) and which observe
an increase in sales following California’s flavored tobacco product sales restrictions beginning
December 2022.
Trends of Total Nicotine Sold (in Milligrams) by Flavor of E-Cigarette Following California’s Flavored E-Cigarette Restriction
From 12/4/2022 to 9/7/2025, unless otherwise specified
Following California’s implementation of flavored tobacco restrictions, the total amount of e-cigarette nicotine sold per month decreased from 244.1 million to 99.5 million milligrams (-59.2%).
Δ Nicotine Sales
-59.2%
The total amount of nicotine sold in tobacco-flavored e-cigarettes increased from 42.9 million to 53.6 million milligrams (+25.0%); share of nicotine sold increased from 17.6% to 53.9%.
Δ Nicotine Sales
+25.0%
The total amount of nicotine sold in non-tobacco-flavored e-cigarettes decreased from 201.1 million to 45.5 million milligrams (-77.4%); share of nicotine sold decreased from 82.4% to 45.7%.
Δ Nicotine Sales
-77.4%
The total amount of nicotine sold in menthol-flavored e-cigarettes decreased from 47.5 million to 5.7 million milligrams (-88.1%); share of nicotine sold decreased from 19.5% to 5.7%.
Δ Nicotine Sales
-88.1%
The total amount of nicotine sold in mint-flavored e-cigarettes decreased from 22.2 million to 868.2 thousand milligrams (-96.1%); share of nicotine sold decreased from 9.1% to 0.9%.
Δ Nicotine Sales
-96.1%
The total amount of nicotine sold in all other-flavored e-cigarettes decreased from 128.1 million to 14.1 million milligrams (-89.0%); share of nicotine sold decreased from 52.5% to 14.2%.
Δ Nicotine Sales
-89.0%
The total amount of nicotine sold in clear/other cooling flavored e-cigarettes increased from 3.3 million to 24.9 million milligrams (+656.7%); share of nicotine sold increased from 1.3% to 25.0%.
Δ Nicotine Sales
+656.7%
Retail sales data are based on custom research by the CDC Foundation using Circana retail POS (Multi-Outlet and Convenience). Financial support was provided by Bloomberg Philanthropies through a grant to the CDC Foundation. According to Circana, new product coding is managed to consistently meet or exceed releasing products that cover a minimum of 95.5% of total dollar sales at any given time. To account for the remaining share, Circana applies projection algorithms that ensure the released data is representative of both total U.S. and state-level sales.
California E-Cigarette Unit Share by Product Type
2019
2020
2021
2022
2023
2024
2025
*
Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods;
e-cigarette accessories and devices sold without e-liquids were excluded (1.5% of total dollar sales in 2024).
Unit sales were standardized to reflect the most common package size for each product type. A standardized unit
was equal to five prefilled cartridges, one disposable device or one e-liquid bottle.
Trends of Unit Sales by Product Type Following California’s Flavored E-Cigarette Restriction
From 12/4/2022 to 9/7/2025
Unit share of disposable devices decreased from 53.3% to 32.6%; unit sales decreased from 444.9 thousand to 104.6 thousand (-76.5%).
Δ Unit Sales
-76.5%
Unit share of prefilled cartridges increased from 46.5% to 67.4%; unit sales decreased from 387.6 thousand to 216.3 thousand (-44.2%).
Δ Unit Sales
-44.2%
Retail sales data are based on custom research by the CDC Foundation using Circana retail POS (Multi-Outlet and Convenience). Financial support was provided by Bloomberg Philanthropies through a grant to the CDC Foundation. According to Circana, new product coding is managed to consistently meet or exceed releasing products that cover a minimum of 95.5% of total dollar sales at any given time. To account for the remaining share, Circana applies projection algorithms that ensure the released data is representative of both total U.S. and state-level sales.
California E-Cigarette Unit Sales by Product Type and Flavor
Prefilled Cartridges
Total Unit Sales in Thousands *
Disposable Devices
Total Unit Sales in Thousands *
*
Sales data do not reflect sales from vape shops or online retailers; dates represent end of 4-week periods;
e-cigarette accessories and devices sold without e-liquids were excluded (1.5% of total dollar sales in 2024).
Unit sales were standardized to reflect the most common package size for each product type. A standardized unit
was equal to five prefilled cartridges, one disposable device or one e-liquid bottle.
†
“All other flavors” category includes fruit, clove/spice, chocolate, alcoholic drink (e.g., wine, cognac or
other cocktails), candy/desserts/other sweets, some other flavor; “clear/other cooling” category
includes products with flavor names such as clear, clear ice or unflavored, which likely contain
non-menthol synthetic cooling agents (e.g., Flum Pebble Clear, EB Design BC5000 Clear) and which observe
an increase in sales following California’s flavored tobacco product sales restrictions beginning
December 2022.
Retail sales data are based on custom research by the CDC Foundation using Circana retail POS (Multi-Outlet and Convenience). Financial support was provided by Bloomberg Philanthropies through a grant to the CDC Foundation. According to Circana, new product coding is managed to consistently meet or exceed releasing products that cover a minimum of 95.5% of total dollar sales at any given time. To account for the remaining share, Circana applies projection algorithms that ensure the released data is representative of both total U.S. and state-level sales.
December 21, 2022
California Restricts Flavored E-Cigarettes
On November 8, 2022, California voters confirmed through referendum a law introduced in 2020 that outlined restrictions on the sale of most flavored tobacco products, including e-cigarettes in flavors other than tobacco. The law went into effect on December 21, 2022, making California the second state to pass a comprehensive statewide tobacco flavor restriction policy.https://www.cdph.ca.gov/Programs/CCDPHP/DCDIC/CTCB/Pages/CAFlavorTobaccoLaw.aspx
January 1, 2025
California Enhances Enforcement of Statewide Tobacco Restrictions
Two bills enhancing enforcement of California’s flavored tobacco restriction became effective January 1, 2025, requiring the state Attorney General to establish and maintain a list of unflavored tobacco products, update the definition of a prohibited “characterizing flavor” to include products that impart a cooling sensation and authorize the California Department of Tax and Fee Administration to seize illegal, flavored tobacco products discovered during routine tobacco tax inspections.
Effects of Federal and State Policy Actions on Sales of E-Cigarette Products in California
Within months of California’s prohibition of flavored tobacco products, e-cigarette sales in flavors other than tobacco decreased to a fraction of their original values. However, sales of e-cigarettes with prohibited flavors persist, with disposable e-cigarettes maintaining the largest share of these prohibited sales.
Additionally, products marketed as clear or unflavored but containing menthol and/or non-menthol synthetic cooling agentsMinetti ET, Erythropel HC, Keith R, Davis DR, Zimmerman JB, Krishnan-Sarin S, Hamburg NM. Cardiovascular Health Effects and Synthetic Cooling Agents in E-cigarettes Labeled as ‘clear’ Marketed in Massachusetts After the Tobacco Product Flavoring Ban. medRxiv [Preprint]. 2024 Apr 19:2024.04.18.24305863. doi: 10.1101/2024.04.18.24305863. PMID: 38699355; PMCID: PMC11065038. (categorized within the above sales graphs as “clear/other cooling”) increased in sales following the policy implementation.
Past Data Briefs
Issue 17: January 2026
New
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
The data in this brief have been updated to capture new e-cigarette products coded by Circana (formerly IRI). Historical sales estimates may differ from previous briefs.
For individual state e-cigarette sales information, click on each state’s shape on the map. You can also click on each state text below the map for e-cigarette sales data.
